In his presentation to the travel fraternity from across the globe and potential investors, Mr. Sheo Shekhar Shukla, IAS, Principal Secretary – Tourism, Government of Madhya Pradesh, unveiled the state’s powerful tourism narrative — one that blends timeless heritage, vibrant culture, sustainable growth, and investor confidence.
Addressing delegates at the Madhya Pradesh Travel Mart (MPTM), Mr. Shukla extended a warm welcome to over 80 international tour operators from 48 countries, 150 domestic operators from across India, and 350 stakeholders from within the state, including hoteliers, resort owners, travel agents, and local entrepreneurs.
“Together, we celebrate the heart of Incredible India,” he remarked, applauding their role in shaping Madhya Pradesh’s growing tourism story.
A Land of Living Heritage
Mr. Shukla described Madhya Pradesh as “a land of history, heritage, and harmony” — a state that continues to inspire awe with its architectural brilliance and deep-rooted legacy. With over 800 historic monuments, Madhya Pradesh has emerged as a cradle of Indian civilization.
He highlighted that the state proudly houses three UNESCO World Heritage Sites, while 15 more sites are in the tentative list, making it the Indian state with the highest number of recognized heritage locations. “UNESCO has been a strong partner in our effort to bring these treasures to global attention,” he said.
Nature and Sustainability at Its Core
Reaffirming Madhya Pradesh’s commitment to sustainable tourism, the Principal Secretary noted that the state has the largest forest cover in India and a flourishing wildlife ecosystem.
“We are home to the highest number of tigers, leopards, and now cheetahs. Madhya Pradesh takes immense pride in being a model of sustainable and responsible tourism,” he stated.
He added that the state’s conservation-driven approach continues to attract nature lovers, wildlife photographers, and eco-conscious travelers from across the world.
The Spiritual Heart of India
Describing Madhya Pradesh as “a journey into spiritualism and mysticism,” Mr. Shukla said the state is blessed with sacred footprints of Lord Rama, Lord Krishna, Shiva, and Shakti.
He spoke reverently about the Narmada River, calling it “Ma Narmada – the oldest and most sacred river on Earth”, which originates in the dense forests of Amarkantak. “The Narmada holds within its flow the story of human civilization,” he observed.
Cultural and Tribal Diversity
Calling Madhya Pradesh “a living museum of India’s cultural diversity,” Mr. Shukla highlighted that the state is home to 15 major languages, thousands of dialects, and 43 ethnic groups.
Every 50 kilometers, travelers encounter a new dialect, cuisine, and way of life. “Nearly 21% of our population belongs to tribal communities who have preserved their traditions with pride,” he said.
He emphasized the success of the state’s community-based tourism model, which allows visitors to stay in rural homestays, interact with local communities, and experience the authentic rhythm of village life. “Our idea of tourism is inclusive, sustainable, and rooted in local empowerment,” he added.
Investment and Innovation in Tourism
Turning to the state’s investor-friendly initiatives, Mr. Shukla spoke about the Madhya Pradesh Tourism Investment Policy, which ensures transparency, ease of business, and quick approvals.
“We have reduced the number of permissions from 28 to just 10 — all processed under the Right to Service Act within a defined timeframe,” he said.
This streamlined system, he noted, has significantly encouraged private investment in hotels, resorts, adventure projects, and allied tourism infrastructure.
Emerging Global Film Destination
Mr. Shukla also highlighted Madhya Pradesh’s growing recognition as a preferred film-shooting destination. The state’s progressive policies, coupled with strong on-ground facilitation, have attracted filmmakers from India and abroad.
“From art-house cinema to commercial blockbusters, Madhya Pradesh has become a natural choice for filmmakers,” he said, mentioning that several films shot in the state have recently gained international acclaim.
Rising Tourism Footfall
Concluding his presentation, Mr. Shukla shared encouraging figures, noting that tourist footfall in Madhya Pradesh has been growing by nearly 20% year-on-year, driven by strong domestic demand and an expanding global interest.
“We have charted a clear roadmap where tourism becomes a key driver of economic growth, job creation, and sustainable livelihoods for the people of Madhya Pradesh,” he said, thanking all delegates for their partnership and continued faith in the state’s tourism vision.
